A História da Natura: Como A Empresa Brasileira se Tornou um Líder Global em Sustentabilidade

Key Concepts:

1. Founding and Early Years (1969-1970s):

Natura was founded in 1969 by Antônio Luiz da Cunha Seabra, Jean Pierre Berger, and Luiz Fernando Costa, who met at business school in São Paulo.
Initially named Indústria e Comércio de Cosméticos by Luiz Seabra and Jean Pierre Berg, it adopted the Natura name shortly after.
The business gained momentum in the mid-1970s after closing its physical store on Rua Oscar Freire in São Paulo, where it had started.

2. Direct Sales Model (1979):

In 1979, Guilherme Leal joined the company and introduced the direct sales system.
This model allowed Natura to reach a broader audience while maintaining a personal approach.
Independent consultants became responsible for promoting and selling products directly to consumers.
The direct sales system was pioneering in Brazil and facilitated rapid growth, making Natura one of the largest cosmetics companies in the country.
It fostered closer relationships with customers, enabling the company to better understand their needs.
The model also provided income opportunities for independent consultants, particularly women, promoting financial independence and entrepreneurship.
Four years later, Pedro Passos completed the group that built the global brand.

3. Growth and Expansion (1980s-1990s):

From the beginning, the founders had a clear vision of sustainability and ethics, which shaped Natura's DNA.
In its early years, Natura was a small company with a modest catalog of natural products sold mainly through home-based resellers.
The company grew rapidly, driven by a commitment to quality and innovation.
In the 1990s, Natura launched a line of perfumes and cosmetics that became highly successful in Brazil and abroad.
The company invested in technology and research to improve product efficacy and minimize environmental impact.

4. Sustainability and Social Responsibility (2000s):

Natura became a leader in social and environmental responsibility, establishing programs to preserve Brazilian biodiversity and support local communities.
In 2004, Natura became the first Brazilian company to join the United Nations Global Compact, committing to promote sustainability in all its operations.
This commitment to responsible and sustainable business practices became part of the company's culture and continues to drive its global expansion.

5. Global Presence and Avon Acquisition (2020):

Today, Natura is a multinational company present in over 70 countries, with more than 1.6 million beauty consultants worldwide.
Its products are recognized for quality and effectiveness, and the company is considered a leader in sustainability and social responsibility.
In January 2020, Natura completed the acquisition of Avon in a deal worth approximately $2 billion, creating the fourth-largest cosmetics and beauty group in the world at the time.
The acquisition presented the challenge of revitalizing Avon, which had been experiencing a decline.

6. Conclusion:

Natura's history demonstrates that business success can be achieved without compromising values and principles.
The company serves as an inspiration for entrepreneurs and business leaders worldwide, showing that it is possible to build a more sustainable and just future for all.